“Be Center Stage in the Rose Parade” | Wells Fargo

I think I have entered a Bank web 2.0 netherworld today. After the RBC press release post this morning, now here is Wells with a consumer generated media marketing programme. Ed, their VP of social Media, just let me know that they are announcing this programme tomorrow, Sept 28th.

At the risk of coming off as a Gloomy Gus, looking to rain on your parade, Ed, I would remind you of the NY Times article about Heinz’ effort. According to the article they rejected somewhere in the neighborhood of 370 submissions due to improper use of copyrighted material, excessive length, or unsuitability for a “family” audience.

I think you WILL get 1000 submissions — from people who want their ads on TV. I have to admit that I just don’t see how that builds your brand, drives business, or engages existing customers to lead to deeper relationships.

Yes, we expect to get videos that have copyright problems, and we’ll have to reject those. Our hope is that providing the music arrangements will be a big help.

You’re right to question the outcome. This is a test, so we’re not certain either how it will turn out, but we feel it’s worth a try. My hope is that the creativity of the public at large creating video entries will be exceptional, and connect with those in the “YouTube Generation” that appreciate media of this kind. We’ll see!